Previously operating on a direct-to-consumer model, Jess's Underground Kitchen did not want to compromise on taste or ingredient integrity by trying to bring a cheaper product into supermarkets.
By sticking to this, they entered the category as a premium brand offering contemporary flavours and recipes to keep modern shoppers engaged and pushed through the price ceiling, which has helped introduce new shoppers.
“We’ve been seeing a drive for high-protein, low-carb options, which, in a category traditionally offering a lot of pasta and pie dishes, is a great way to engage the more contemporary shopper,” said Jess Daniell, founder of Jess's Underground Kitchen, whose newest Everyday ProteinTM range came from customer demand for more premium, health-led options.
“There is magic in the simplicity. It’s like a friend has made you dinner, frozen it, and you’re reheating it after a busy day. And what is more caring and thoughtful than a home-cooked meal when you need it most? We don’t need to be the biggest, but we strive to be the best and for our food to shape experiences, stories and memories.”
With low market penetration in New Zealand for convenience foods compared to Australia and the United Kingdom, there are huge opportunities to introduce more Kiwi consumers to the convenience category, but with that comes a necessary reeducation.
Daniell thinks it is important for retailers and suppliers to remove consumer doubt and introduce new and innovative convenience options to the market to see a steady increase.
Cost of goods and supply chain issues are challenges that every food business faces right now, especially with tight margins at the retail end and the added risk of high-waste products. The flurry of new products and competitors fighting for a small market share has made product integrity more important than ever.
“Health and quality are two non-negotiables for us, so luckily, we don’t have to adapt too much to incorporate these trends. But we are always striving to improve and perfect our existing convenience meals and introduce new dishes to keep our customers excited. If I wouldn’t be happy to eat it myself, how can I expect someone else to eat it?”
Regarding sustainability, the brand’s packaging is made from 80 percent recycled products and is 100 percent recyclable. They operate a very low-waste kitchen and work with local suppliers.
“There is so much potential in the convenience foods category. I think the industry needs to work together to bring new consumers on the journey through the excellence of product, consistency of offer and reeducation on how good a ready meal can be.”
